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Head of DTC Ecommerce and Data Activation BISSELL International



The Senior Manager DTC Ecommerce and Data Activation of BISSELL International will lead the development of the DTC and CRM strategy and scale-up playbook/capability based on a validated deep Consumer Decision Journey triggers and barrier insights. Drives performance and execution across International Markets, with initial priority in Europe. The jobholder translates the DTC strategy into all “digital” marketing efforts to drive direct-to-consumer registrations into sales via eCommerce. In this he/she works closely with Product Marketing, The Global DTC team and the Commercial triangle of the markets. This manager will oversee a team of channel specialists charged maximizing eCommerce sales through driving Registrations across all relevant touchpoints, SEO, Affiliate, Email, Mobile Web, and new initiatives designed to enhance the consumer experience.  The jobholder will have direct accountability for all owned digital properties, reporting to the VP of Integrated Marketing and VP of BISSELL International.  Key interfaces will be with the Global DTC team, Sales, Product Marketing, Downstream Business Category Marketing, Marketing Communications, Media, IT, and external partners.


  • Develop marketing strategy based on deep Shopper insights and lead team execution for all direct-to-consumer eCommerce initiatives. Establish annual strategic digital marketing roadmap including measurable eCommerce goals. Analyze results and recommend growth opportunities to gain competitive share and sales.
  • Builds the D2C International Scale-up playbook, organizational capabilities and Performance Management WoW and culture. And supports International Markets to drive D2C from strategy to execution in the respective markets.
  • Leads and manage the, Annual Plan & budget, and monthly forecast for DTC business. Collaborate with sales, supply chain, channel owners and leadership to prioritize inventory allocation, investment and ensure alignment with organizational goals.
  • Lead digital marketing specialists on delivering experiences that maximize registrations, conversion and retention including—lifecycle marketing, CRM/email, platform and website management, content publishing, web analytics, test and learn, SEO, and promotions/merchandizing.
  • Is part of the Integrated Performance Marketing Board, to ensure consistency across the touchpoints and delivery on Overall Business and Brand Funnel objectives.
  • Builds digital capability through people, process, and technology to take advantage of emerging opportunities in machine learning, data science, and personalization.
  • Work with leadership to prioritize opportunities, define the vision, scope, and requirements for digital offerings and demonstrate alignment to corporate goals.
  • Aggressively advocate for DTC business within BISSELL acting as POC for DTC initiatives.
  • Collaborates with the Head of Brand & Integrated Marketing, and Integrated Marketing board to establish acquisition/conversion/retention operating system that fully integrates paid and owned media.
  • Accountable for the health of first party data asset and responsible for developing strategy and process that grows and activates it.
  • Initiate use of AI to activate 1st party data across DTC to scale high value outcomes.
  • Create strategy and framework that action data and insights to personalize the purchase experience.
  • Guide segmentation and activation of 1st party data to aggressively grow consumer lifetime value within the DTC channel.
  • Establish test & learn culture within digital team. Define learning agenda that prioritizes learning opportunities around key business questions.
  • Define strategy and process for continuous A/B testing and optimization of digital acquisition channels, inclusive of website and landing page optimization.
  • Work with Media and agencies to interpret attribution data and action emerging insights by channel.
  • Work closely with retail sales teams to align and coordinate current retail sales strategies and programs to minimize the risk of conflict between retail and direct/e-commerce sales channels.
  • Provide thought leadership for D2C Digital initiatives, leveraging industry best practices, benchmarking, trends and competitive intelligence.
  • Proactively seek opportunities to evangelize D2C digital opportunities to drive overall Brand growth.
  • Educate associates on emerging digital (social) media channels.


What you bring to the table

  • Bachelor+/ University degree
  • Experience indication: 10 -15 year> Minimum of 10 years marketing experience within digital channels.
  • Direct-to-consumer marketing
  • eCommerce experience
  • Marketing technology experience
  • Continuous improvement mindset and is a front runner in data driven decision making. Hands-on self-starter, gets things done
  • Can-do mindset and entrepreneurial
  • Communicates open and direct, is enthusiast and hospitable
  • Has a strong performance track record and mindset
  • Is honest
  • Fluent in English
  • Required skills or training: MS Office, excellent presentation skills


  • Management of team of high performing specialists
  • Management of projects within budget and on time
  • Strong problem-solving skills
  • Proactive approach to seeking out and sharing information
  • Oral and written communication with impact
  • Ability to organize and prioritize multiple dynamic tasks
  • Passion for excellence and continuous improvement
  • Positive attitude and the ability to build good working relationships with others, both internal and externally.

This position requires the ability to manage the flow of data, perform analysis, generate summary reports and communicate by voice or data while being connected in the office, at home or while travelling by laptop or mobile device regularly without regard to time zone or day of the week. 

What will BISSELL bring to the table

Beyond a competitive salary, bonus and excellent pension plan, working at BISSELL brings many other benefits and opportunities: an awesome and diverse team that collaborates to change the game; a work environment that offers rooms for fun, inspiration and innovation, and a Friends&Family sale.

Please submit your application letter and resume in English to [email protected]

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